Identity Resolution

Explaining Identity resolution and its key advantages.

Just imagine how many devices people switch in their daily routines, surrounded by the most advanced technology mankind has ever experienced. Do any of us keep a note on which device we recently viewed any of the products to purchase?

With the boom in digital space, the number of touchpoints through which a customer can interact with a brand has increased considerably in the last few decades. The customer is not confined to a particular channel, device, or platform anymore. While the number of devices and touchpoints has increased, so are the expectations of the customer. Traditional tools like CRM and DMP lack the functionality to track activity across devices.

What is identity resolution?

Identity resolution is the process of attributing events performed by the customer across various touchpoints, platforms, or channels to a single, unified customer profile. This profile can then be accessed to create a more personalized experience to better serve customers.

Why is identity resolution important?

It helps you track the activities of anonymous, new, and existing user

When an anonymous user visits your website for the first time and performs certain events, CDP stores the Cookie ID or Device ID and creates an anonymous profile for the user, this cookie ID or device ID can then be used when the customer visits the website for the second time or moves another page to create a more personalized experience through banner personalization, web push notification, on-site notification, and notification bot.

If this anonymous user provides any identifiable information like an email address or phone number the identity resolution compares this with the existing data in the CDP.

• Existing user - If CDP can map the information with the existing profile, it merges the event information and activities with the existing user to create one view for the customer so that the customer can be targeted even if these events are captured from a different source

• New user - If CDP is not able to map the information with any profiles, it creates a new profile for the customer. When the customer performs any new activity in subsequent visits these would be tracked under this profile.

When the user visits from another device or source, the identity resolution performs the same actions as mentioned above to create one unique profile for the customer.

Advantages of Identity Resolution

• It is a single source of truth for customer data which provides more accurate customer profiles

• Provides better insights into demographics to enable better target marketing

• Better database management to help businesses make customer-centric decisions

• It links both the online and offline activities of the customer to get better insights into the customer journey

• Enables businesses to have enhanced segmentation to create more accurate, timely, and relevant personalization

• It provides cookie-based segmentation and enables businesses to track customers at the device level too

• Provides real-time profile matching and merging

• Reduced acquisition and retention cost, which enables businesses to focus on better customer experience

As part of onboarding process, our team will work with you to define the keys that are applicable to your business. The keys are customizable to suit your business needs.